Where things at chess.com stand

Hey, I really like this site and some recent changes have go me thinking. For one, how does this site make money? I've seen something that suggests that it will soon be charging money for some features, but that's like nothing. All the servers, all of the free games, this great site, and it's all free. I have yet to see an ad on this site! I like this site a lot, so if membership becomes an issue, I'm all in but really, what all can we expect to change here and what can we expect to stay the same. (one more thing, just curious, but how much would ads here cost?)

Here is how it works: your create a social website of some flavour (ie. chess) with no membership fee nor ads. People will start to join your website and make friends there. Once the community is established (with some thousands of active users), then you start offering extra features for a low fee and - in some main pages - show some goggle ads. This won't get you rich but will help paying some bills ;)

BTW chess.com owners, keep up with the good work. I'm already addicted to it :)